wen | jumeili wen jing

meinianshuang11meizhuangbangdanheshujuzhong，dounengkuijianyixiexingyedejingzhenggejuyubianhua。

jinnianshuang11polaiyayouyiciyingleoulaiya，naxiatianmao、douyinmeizhuangdiyi；

baipaiyulengdieluo，zaibangdanzhongjihubujianzongji，pinpaizaitianmao、douyindengkuanghuan；

guojidapaizhanjudaduoxiwei，zaitianmaoshuang11meizhuangleimutop10zhong，guohuojinzhan2xi；

rizhuangpaimingshangsheng，sk-iizhongxinjijintianmaomeizhuangtop10，weiliedi8，cpbjifuzhiyaoweiliedi11ming；

hanzhuangnanhuidingshengshiqi，jijinyubangdanzhongjueji，the whoochenghanzhuangzaidou、kuaitop10dedumiao。

rizhuangdehuinuan，zeyufaxiandehanzhuangzaizhongguoshichangzhiluomo。congjinjiniancaibaozhong，womenyenengkandaoaimolitaipingyang、lgshenghuojiankangdengzhiminghanzhuangjituandeyejidannanyibaoxi。

erconggongxingtezhenglaikan，tamenzaihuajihujitizaoyuxiahuakunjing，kaishizhuanzhanoumeishichang。dangran，yeyouruqianwentijidethe whoohoupinpai，falizhongguodianshangqudao，shituzouchuzaihuayejidigu。

lingyifangmian，congquanqiushichanglaikan，jumeiliciqianduiquanqiugedameizhuangjituangongbudesanjibaoqingkuangjinxingleshuli，bangdanzhongtongyangweijianhanzhuangqiyedeshenying。

keyikandao，bangdanzhongxibanyaxiangshuijutoupuigjituanchengweizuihouyiweishangbangdetop10chengyuan，qiansanjiduxiaoshouehuansuanweirenminbiyuewei267.26yiyuan，erweijuhanzhuangsanjibaoyingyeshourutop1delgshenghuojiankang，chuquyinliaoyewuhouqiansanjiduyingshougong37886yihanyuan(yueherenminbi194.73yiyuan)，jiaoweijutopbangdi10weidepuigjituanxiangjuyue73yiyuanrenminbi。

neime，zaibangdanzhongjijinjuejidehanzhuang，rujinzaihuazhenshijingkuangruhe？qiyezishenyuruheyingduizheiyinanti？zaihuayulenghou，zhuanzhanbeimeidehanzhuangruhele？daizhezheixiewenti，jumeiliduimuqianyigongbudisanjiducaibaode6jiahanzhuangqiyeshujuqingkuangjinxingshuli，huoxuwomennengcongzhongkuijianyixiedaan。

韩妆呈现回暖之势？

jujumeilibuwanquantongji，zaimuqianyifabucaibaodehanzhuangshangshiqiyetop10zhong，lgshenghuojiankangzaijinnianqiansanjiduyingshouzhongshidiyiming，aimolitaipingyangjituan、aimolitaipingyang(houzheweiqianzhezigongsi)fenlietop2、top3，top10zeweimishangmugongsiable c&c。

anqiyeleixingfen，bencishangbangdehuazhuangpinshangxiayouqiyeyouhanguokema、kesimeishi、yonwooyanyusanjia，fenbieweitop4、top5、top9。

genjumuqianlgshenghuojiankang、aimolitaipingyang、aimolitaipingyangjituan、aijing、kelaiou、able c&c zheiliujiahanguohuazhuangpingongsifabudecaibaoqingkuanglaikan，disanjiduyingyeshouru、yingyeliruntongbixiahuadegeyou3jia。

jutilaikan，disanjiduaijing、lgshenghuojiankang(baochuyinliaoyewu)yinglishuangjiang，yingyelirunjiaoshangniantongqifenbiexiahua48%、3.8%。

duiyuyinglishuangjiang，aijingjituanzaiqigongbudexinwengaozhongbiaoshi：“zaizhongguo，youyuxiaofeihuanjingehua，zengzhangfanghuan，dantongguotuichubendihuachanpinheyuzhumingwanghonghezuodengjijideyingxiaohuodong，yejiyousuogaishan。”

erlgshenghuojiankangzebiaoshi：“zhengtixiaoshoueyousuoxiajiangzhuyaoshiyouyumianshuidianxingyefanghuanyijihaiwaiyewuxiaolvdeyingxiang。”

ciwai，kelaiousuiranyingshoujiaoshangnianzengzhang3.2%，danyingyelirunquetongbixiahua38.8%，dankelaioubingweizaicaibaozhongpilujutiyuanyin，jinbiaoshi“zhuyaoguojiaxiaoshouezanshixiajiang，xinxingshichangchixuzengzhang。”

congqipiludecaibaoneironglaikan，zaihaiwaishichangzhong，churiben、beimeizhouwai，qiyudiquq3yingyeshourutongbijunweizengzhang。

图源：珂莱欧财报

yuzhixiangfandeshimishangmugongsiable c&c，disanjiduxiaoshouexiahua3.7%，yingyelirunquejiaoshangniantongqidazhang186.6%。

jiyushangshuzhongzhong，aimolitaipingyangjituanjiqizhuyaozigongsiaimolitaipingyangchengleshangshuliujiaqiyezhong，q3weieryinglishuangzengdehanzhuangqiye，qiegaijiduyingyeliruntongbijunsanweishuzengzhang，fenbiewei160.5%、277.7%。

erjiangshijianxianlazhang，conggeqiyejinnianqiansanjiduyejiqingkuanglaikan，kelaiouyekeyibeiguiruyinglishuangzengxinglie，yingyeshourutongbizengzhang13.4%，yingyeliruntongbizengzhang10.2%，danzhangfuweijiaimolitaipingyangjituanheaimolitaipingyang。

congzhengge2024nianqiansanjiduqingkuanglaikan，aimolitaipingyangjituanqiansanjiduyingyeliruntongbishangzhang39.4%。

duiyushangshuyejibiaoxian，aimolitaipingyangbiaoshi：“guonei(hanguo)xiaoshouejiaoshangnianxiajiang1.6%，haiwaixiaoshouezengzhang35.8%，baokuocosrxzainei，qixiapinpaizaixifangguojiaheqitayazhoudiqudexiaoshouqiangjingzengzhang。”

danshi，zaishangshuqitayazhoudiquzhizhong，sihububaokuozhongguoshichang。

congaimolitaipingyangcaibaolaikan，dazhonghuaquxiaoshouecong2023nianq3de1476yihanyuan(yueherenminbi7.57yiyuan)xiahuazhi2024nianq3de976yihanyuan(yueherenminbi5.01yiyuan)，tongbixiahua33.9%；xiaoshouezhanbizecong2023nianq3de16.6%xiahuazhi2024nianq3de10%。

yucixiangfandeshi，chudazhonghuaquyiwaideqitahaiwaishichangxiaoshouetongbijunweizengzhang。aimolitaipingyangzaicaibaozhongxiedao：“meizhoudiquxiaoshouezengzhang108%，ouzhou、zhongdonghefeizhoudiquxiaoshouezengzhang339%；zaiyazhouqitadiqu，youyuzhuyaopinpaidejunhengbiaoxianyijicosrxbingrudeyingxiang，xiaoshouezengzhang52%。”

erzaidazhonghuaqu，aimolitaipingyangzebiaoshi：“shouzhuyaodianshangqudaojiaoyijiegoubianhuajixianxiamendianjingxihuayingxiang，dazhonghuaqu，zhengtixiaoshouexiajiang，yewujiegougaishangongzuodaozhichizikuoda。”

韩妆卷土重来？难

zhidezhuyideshi，zaicaibaozhongzhimingcaiwuyejishoudazhonghuaquyingxiangdehanzhuangqiye，bingbuzhiaimolitaipingyangyijia。

buguo，congmuqiangongbulecaiwuyejidehanzhuangqiyetijizhongguoshichangdeqingkuanglaikan，zhongguoshichangjihanzhuangqiyedailaideyingxiangbingbudoushifumiande。

liru，zailgshenghuojiankangdesanjibaozhongbianbiaoshi，andiquhuafenlaikan，zhongguodiquxiaoshouezengzhang12.1%zhi1539yihanyuan(yueherenminbi7.90yiyuan)。

qihaizaicaibaozhongtoulu：“zaizhongguo，youthe whoopinpaidaidongdezaixianxiaoshouchixuzengzhang。yushangjiduyiyang，yingxiaotouruyousuokuoda，dansuizhehaiwaiyingligaishanxiaoguodetixian，yingyelirundafuzengzhang。”

ciwai，kelaiousuiweizaicaibaozhongmingquetijizhongguoshichangduixiaoshouqingkuangdeyingxiang，danquebiaoshi，zhongguoshichang：“weiraoperipera(qixiapinpai)chixuzengzhang，yingxiaoxiaolvtisheng。”

qiecongqianwentubiaozhongyenengkanchu，zhongguodiquyejijiaoshangniantongqitongbizengzhang22%，wei49.53yihanyuan(yueherenminbi0.25yiyuan)，zhishicongjiduhuanbilaikan，jiaoq2xiahua21%。

yinci，ruguoyidingyaojirujindehanzhuangzaizhongguoshichangdebiaoxianxiagedingyi，binghuoliangzhongtiansihugengweiheshi。

-韩妆普遍遭冷遇？

congjinchukoushujulaikan，juhanguochanyetongshangziyuanbufabude10yuejinchukoudongxiangxianshi，2024nian10yuehanguohuazhuangpinchukoujinetongbizengzhang36%，wei10.37yimeiyuan(yueherenminbi74.91yiyuan)；1-10 yuehuazhuangpinleijichukouewei84.22yimeiyuan(yueherenminbi609.85yiyuan)。jinjiezhi10yuedechukouejiujihuganshanglequnianquanniande84.65yimeiyuan(yueherenminbi611.52yiyuan)dechukoue。

fanguanyouhaiguanzongshugongbude2024nian10yuequanguojinkouzhongdianshangpinliangzhibiaozhong，meironghuazhuangpinjixihuyongpin1-10yueleiji981.7yiyuanrenminbi，jinkoujineleijibiquniantongqixiahua9.0%。

图源：海关总署

danconghaiguanzongshugongbude2024nian10yuejinchukoushangpinzhuyaoguobie(diqu)zongzhibiaozhong，keyikandaojinnian1-10yuezhongguoduihanguojinkouzongeleijiwei10544.1yiyuan，jiaoquniantongqileijizengzhang13.8%。

qizhong，zhongguojinkouhanguohuazhuangpinjinebukezhi。buguo，jumeilijizheconghanguoguojiagongshangzongjufabude《10yuejinchukoudongxiang》zhongkuijianlexiexuduanni。

gaiwenjianbiaoshi，2024nian10yue，hanguoduizhongguochukouechuangjinnianyilaizuigaojilu，bandaoti、wuxiantongxinshebeidengzhuyaopinxiangchukouhaozhuan。danqizhongbingweitijihuazhuangpinchukouzhongguoxiangguanshuju。

suoyi，congzheigejiaodulaikan，hanguoduizhongguochukouhuazhuangpindeqingkuangsihuburongleguan。

lingwai，genjuhanguohaiguanzongshudemaoyitongji，jinnian1yuezhi5yue，hanzhuangduizhongguochukouewei10.33yimeiyuan(yueherenminbi74.80yiyuan)，zhanhanzhuangzongchukouede25.6%，buguo，yuquniantongqixiangbi，hanzhuangduizhongguochukouetongbixiahua14.1%，xiangfan，duimeiguo、ribenchukouequefenbiezengzhangle65.4%、24.1%。

ciwai，juhanguoshipinyaopinanquanbu10yue11ripiludeshujulaikan，disanjidu，hanzhuangduizhongguochukoutongbirengzaixiahua，jiaoshangniantongqixiahua9.1%。

lazhangshijianxian，keyifaxian，hanzhuangzaihuayulengsihushizaiyiqingkaishihouchuxiande，hanguochanyetongshangziyuanbuciqianyeyoubaogaoshuomingyiqingduihanzhuangchukoukenengchuxiandeyingxiang。qizhong，zuiweizhiguandeyingxiangbianshiduogehanzhuangpinpaixuanbutuichuzhongguoshichang/guanbizhongguoshichangbufenqudao。

jutilaikan，pingjiacaizhuangpinpaiyidizhiwuzai2021nianguanxuanguanbizhongguoneidiquanbuxianxiamendian；guishutongyimugongsideyueshifengyinyezai2022nianbeichuanyinxiaoshouyejibujia，zaizhongguoshichangdaguimo“chedian”。2023niandi，hanguomianmopinpaichunyupapa recipexuanbutingzhizhongguoshichangyunying；hanzhuangpinpaisiqinfu，zaizhongguoshichangyinshichangbiaoxianbujia，pinfancheliduojiabaihuoshangchang。

yaozhidao，ciqianfengmiyishidepingjiahanzhuangpinpaiyueshifengyin，cengzai5nianneikaichu400jiazhiyingdian，jinruzhongguo60gechengshi，pinpaihuiyuantupo1000wan，xiaoshouetupo40yiyuanrenminbi，bishigengyouzhezhongguodiyidanpinpaidianzhicheng。

chucizhiwai，zaihanguobentu，yebufaguojimeizhuangqiyexuangaotuichang。qizhong，juwaimeibaodao，lvmhjituanqixiahufupinpaifreshfuleishiyujinrichuanchujijiangtuichuhanguobaihuogongsidedianpu，danzaimianshuidianqudaodexiaoshouwangdianrengnenggoumaipinpaichanpin。

ertongshulvmhjituanqixiadequanqiugaoduanmeizhuanglingshoushangsifulanyeyujinnian3yuexuanbufenjieduantuichuhanguoshichang，bishi，juhuaxiashibaobaodao，tuichuyuanyinhuoshizaihanyejibujia，chixukuisun。

ciwai，congwwdtongjide2023nianquanqiumeizhuangqiyetop100qingkuanglaikan，hanzhuangqiyezhongjinlgshenghuojiankang、aimolitaipingyangjituanliangjiashangbang，weijutop18、top19。

qiezaigaibangdanzhong，wwdhaibiaoshi：“hanguodelgshenghuojiankangheaimolitaipingyangjituanjinguannulizhongxindiaozhengqishangyemoshi，bingjianshaoduizhongguoxiaofeizhedeyilai，danrengzaikukuzhengzha。”

erjinnianlaishengchuan“buxingle”derizhuang，zeyouduojiaqiyeshangbang，ruzishengtang，huawangzhushihuishe，gaosi，pola orbis holdingsbaoliaomisikonggujituandeng，qizhong，zishengtang、huawangzhushihuishefenbieweijutop8、top15。

congzheigejiaodushangshuo，hanzhuangdejingkuangsihugengweiyanjun，burongleguan。

-在抖、快榜单抢位

conghanzhuang“huo”deyimianlaikan，haowuyiwendeshi，hanliufengmichengdujiaoqianxieniandajian，danzheibingbuyiweizhehanliuwenhuayingxiangwanquanxiaoshi。yiner，zaidangjindezhongguohuazhuangpinshichang，rengnengkandaohanzhuangpinpaideshenying。

zhishibutongyuhanliudareshiliuxingdeyueshifengyin、feishixiaopudengpingjiapinpai，dangqianzaizhongguogengchixiangdeshihanzhuanggaoduanpinpai，erzheiyiqushizaizaoxienianbianchujianduanni。

congshujucengmianlaikan，zaihanliurengyouyuwende2019nian，juaimolitaipingyang，lgshenghuojiankang2019niancaibaoxianshi，gainianduerzhexiaoshoueheyingyelirunshuangzeng，danzengzhangshikaothe whoo、sumi37°、ouhuizheixiegaoduanpinpaiyinling。zaidazhonghuazhuangpinlingyu，yifeishixiaopuweili，2017niandanpinpaidianxiaoshouejingliruntongbixiahua88.4%，2018nianshenzhichedigaobiezhongguoshichang(muqianyihuigui)。

shizhijinri，congganggangguoqudeshuang11bangdanshangkan，2024nianshuang11，yithe whooweidaibiaodeyizhonghanzhuangpinpaiyezaifalizhongguodianshangqudao。

jutilaikan，11yue12ri，douyin、tianmao、kuaishousandapingtaixiangjigongbulejinnianshuang11meizhuangpinpaibangdan(kuaishoubangdanbuxianyumeizhuang)，the whoochuweishangtianmaobangdanwai，zaidouyindianshangshuang11dacuhufupinpaizongbang、kuaishoupinpaichengjiaotopbangdanshangfenlietop5、top1；sumi37°zezaifeiguashujugongbudekuaishoudianshangmeironghufupinpaipaixingbangzhongjuyutop12。yiner，jinkandanyipingtaiqingkuang，shijiaoweimianyouxiexiazhaile。

zhidezhuyideshi，jiangtianmaoshuang11bangdanwangqiandaojinian，the whoocengzai2019-2021nianlianxusanniandengshangtianmaoshuang11top10，zi2019nianshoudengtop8hou，2020nian、2021nianjunweilietop4，cihoutianmaoshuang11top10bangdanzaiwuthe whoo。

qici，congtianmaopingtailaikan，hanzhuangcicisuiranweiyoupinpaidengshangtop20bangdan，queyechuxianzailetaotianchaotouzhubolijiaqidezhibojian。julejie。10yue31rilijiaqimeizhuangjiezhong，lgshenghuojiankangqixiapinpaithe whoo、cnpxienpaidengshanglijiaqizhibojian，qizhong，whoohoutianqidanguangyaohuanhuoproshuirutaozhuangxianshiyishou3w＋，cnpxienpaidaochuqingjiemaokongquheitoubitielianjiexianshiyishou8w+。

zhidezhuyideshi，kuaishouchaotouzhuboxinbayeyoushoumaitianqidantaohe，judianshangtoutiaobaodao，xinbafuboshouri，shoumaidetianqidantaohexiaoshouetupole14yiyuan。erzheikuanchanpintaohedexianxiazhuanjushoujiawei2080yuan，zaixinbazhibojianzhixu1360yuanjiunengnadaoshou，tongshihaiyouzhuduoxiaoyangzengsong。

tongyangdetaohechanpinchuxianzailijiaqishuang11meizhuangjie，xianshidaoshoujia1480yuan。zaizhongzhongyouhuicaozuodediejiaxia，xinbazhibojian“tianqidan”taoheshouchulechaoguo100wantao。erzheihuoxuyeshithe whooyijunaxiakuaishoutop1deyuanyin。

yiner，hanzhuangsuiranzaizhongguoshichangmouzhongchengdulaishuomeiluole，dancongshangshuqingkuanglaikan，bingbushisuoyouhanzhuangqiyedoufangqilezhongguoshichang。lingwai，congcaibaozhonghaikeyikandaoyigedangqianhanzhuangqiyedegongxingtezheng：daduoshuhanzhuangwangbeimei、ribendengshichangxunqiuzengliang。

韩妆集体攻向北美？

youyuhanzhuangzaihuazhengtiqingkuangbujia，2023nianchu，lgshenghuojiankangshezhanglizhengaicengduiwaixuanbu：“weibimianguoduyilaizhongguoshichang，jituanxiayigezengzhangshichangjiangshibeimei，yingxiaozhongxinjiangzhuanyizhibeimeishichang。”

rushangwensuoshuo，zaigedahanzhuangqiyegongbudesanjibaozhong，tongyangyebiaodaleduibeimei、ribenshichangdeguanzhu。

aijing：jiangzhongdianguanzhubeimei、ribendengzhanlveguojia；

aimolitaipingyangjituan：zhengzaidalipeiyuzengzhangqianlijudademeiguo、riben、yingguo、yindudengzuoweiquanqiujichushichang；

kelaiou：tongguocongzhongguodaofeizhongguodekuaisuzhuanxing，zengqiangyinglinengli；

able c&c ：zhengzhuanzhuyumiaozhunhaiwaishichangyishixiankechixuzengzhang，youqishiouzhou、zhongdong、ribenshichang。

shishishang，hanzhuangqiyequbeimei、ribendengshichangxunzhaoxinzengliangyebuwudaoli。

juyingguoxiaofeizheyanjiugongsikaidukantarzaijinniannianchudeyifenbaogaozhongfenxicheng：“jinrumeiguodehanzhuangdezhuyaogoumaizheshinianlingzai18zhi24suihe35zhi49suizhijiandegaoshourushuipingdexibanyayiheyayi，bingqiehanzhuangpinpaiyongyouxibanyayidegoumaili。”

chenggongkaituolebeimeishichangdemeizhuanghufupinpaichikiyaqingheyuandechuangshirenlinliciqianjieshoujumeilicaifangshijiubiaoshi：“beimeishichang，bidongnanyashichanggengguanggengda，jihuigengduo。”

“wozaibeimeikandaorihanpinpaipudehenkuai，tebieshihanguopinpai，biruyueshifengyin，yiqingqijianzaiguoneiguanlebushaodian，danshitazaibeimeishichangshiquanxianpukaide。”linlibuchongshuodao。

lingconggedahanzhuangqiyezaibeimeishichang、ribendengdeyingshoushujulaikan，aimolitaipingyangtoulu，qihaiwaiyewuzaixifangshijiebiaoxianchuse，meizhoudiquxiaoshouezengzhang108%，ouzhou、zhongdonghefeizhoudiquxiaoshouezengzhang339%。

lingwai，kelaioubiaoshi，jiezhi2023nian，conggouchengkelaiouhaiwaixiaoshoudeguojialaikan，ribensuozhanbilizuigao，wei24%，qiciweibeimei，zhanbi21%，zhongguo、dongnanyajinzhan15%。

able c&czezaicaibaozhongtiji：ouzhouhezhongdongdiqujiaoquniantongqifenbiedafuzengzhang61.3%、171% ，zairiben，bendihuaxiaoshoueyuquniantongqixiangbizengzhang8.2%。

bunankanchu，beimei、ribendenghaiwaishichang，yichenghanzhuangqiyejuejindexinzhandi。jinnianlaiyenengkandaobushaohanzhuangqiyezaibeimei、ribenshichangdebuju，yibanlaishuoyoushougouzaidangdiyouyingxianglidepinpai、dachengxianshangdianshangpingtaishunfengche、jinrudangdixianxialingshouqudaosanzhongfangshi。

ciwai，zuoweijinnianlaihanzhuangzhongyaodezhanlveshichang，oumeiquhanzhuangqiyehuanshuaidongzuoyeshipinpin。

jinnian6yue，aimolitaipingyangjituanxuanburenminggiovanni valentiniweiqibeimeidiquzongbudeshouxizhixingguan，renmingyiyu6yue1riqishengxiao。

zhidezhuyideshi，jubeautynurybaodao，zaijiaruaimolitaipingyangjituanzhiqian，giovanni valentinicenggongzhiyulankoumeiguogongsi，bingdanrenoulaiyajituangaoduanhufupinbumenfaguomeizhuangpinpaizongjingli。ciqian，tahaicengzaiamanimeizhuang、keyanshihelianhelihuarenzhi，chengdeshangshigaoduanmeizhuanglingyudezishenrenshi。

congshangwenhanzhuangqiyezaibeimeijinxingdeyixiliebuju，rushougou、huanshuaideng，yejinyibuzhengshilehanzhuangjitigongxiangbeimei，xunqiuxinzengliangdexianzhuang，danchengxiaojihe，nengfouchixutigongzengliang，dourengxushijianheshichangyanzheng。

结语

bukefourendeshi，zaihanliufengmineixienian，hanzhuangzaizhongguoshichangdequechengleyigubukexiaoqudeshili，bishi，hanliuzhengsheng，guoneixiaofeizhexinzhiyeweijianliwanquan，genzhequshizoudehanzhuangyezaineishishougelebuxiaodeshichangfene。

dansuizhedianshangpingtaidebuduanfazhanjueqi、xinlingshouquanqiuhuaqushiyuyanyulie，yijizaiciguochengzhong，guohuojueqi，oumeidapaizhonghuoxiaofeizheqinglai，jiazhiyouyuyiqingyijixianhanlingdengdiejiayinsudeyingxiang，hanzhuangzaihuajianshiminxin，zouxiashentan。

jibianruci，hanzhuangrengbuyuanfangqizhongguoshichangzheikuaidangao，rulgshenghuojiankang、aijingdenghanzhuangtoubuqiyeyezaisanjibaozhongbiaodaleduizhongguoshichangdezhanlvebuju。aijingbiaoshi，qizhengzainulizhongzuzhongguoyewujiegou，quebaojingzhengli，yishixianzhongguoshichangdezhidezengzhang。dangran，qiyeweifangqixiangmeiguo、ribendengshichangxunqiuzengliang，qisuoyannengfouchengzhen，zhongguoxiaofeizheshuolesuan。